Bio-Oil

Developed by Union-Swiss, privately owned company based in CT.

No.1 best-selling scar and stretch mark product since its launch in 2002.

Uses unique ingredient, PurCellin Oil™ which ensures that vitamins and minerals in the oil are easily absorbed.

Made in accordance with the current Good Manufacturing Process. Each batch is laboratory tested and monitored over a 5-year period.

DPESTEL/MACRO ANALYSISDemographical: • Women are mainly prone to stretch marks. They are also notoriously

hard to get rid of therefore the demand is high.• If any of the ingredients prove to be beneficial for children and/or

men, then it will open up another market.• Price fluctuation will determine what demographic of women can

afford it.

Political: • External reviews that do not bode well for Bio-oil that pertain to their

preferred clientele could lead to boycotting of the product.

Environmental:• Due to the product’s oily nature might be seen a hazardous for the

environment or user’s health. • Any ingredient that can be deemed harmful within the contents of the

bottle at any stage will affect bio-oil’s popularity

Social: • Ethical issues/feminist issue: May argue against the removal of natural

occurrences.

Technological:• Improvements in faster and more effective stretch mark and scar removal.

Economical: • Sales are in accordance with inflation as product is a luxury good.

Legal: • If one of the ingredients is proved to be harmful at any point they will face

major litigation action.

MICRO ANALYSIS

• Union Swiss - privately owned multi- national skincare company based in CT

• They research, develop, manufacture locally and license out to international companies; employees of Union Swiss and its subsidiaries and outsourced employees

• Skincare community; competitors and affiliates are affected by anything that happens to the Bio-Oil product i.e. Clicks and Justine Tissue Oil

SWOT ANALYSIS

Strengths:

• Product most recommended by doctors for scars and stretch marks

• All the packaging is made from recyclable materials

• No harmful emissions or waste generated from production of Bio-Oil

• Received multiple international awards for being Best Treatment Oil

• Member of Beauty Without Cruelty International

• Top of mind product

Weaknesses:

• No other products under the Bio-Oil brand

• Has caused breakouts in some people

• Only clinically tested on Causcasian women

• Synthetic ingredients like mineral oils can clog pores

• Slow progress

Opportunities:

• Bio- Oil lotion or cream or lip balm for a more absorbent product and expanding the line

Threats:

• Competitors with similar and cheaper products

• Competitors with more advanced products that may be more expensive but are more effective and end up costing less in the long run

KEY ISSUES

• Lack of product line and extensions

• Improved formula may be needed

• More product affiliation or brand – relationship

OBJECTIVES

To extend the Bio- Oil range with at least one more product within 3 years and subsequently increase Bio-Oil sales by 8% after one fiscal year of said product’s launch.

To improve the formula within 3 years so as to extend the range and provide a more satisfactory product thereby increasing documented customer satisfaction by 10% within one year of it’s the improved bottle’s launch

Stronger brand affiliation or brand coalition with medical doctors and fore runners in Health retail store market, through redirecting 15% of our marketing budget to in- store and selective promotions so as to build credibility.